Huaihua, Hunan Mobile Communication Branch Marketing Channel Construction And Management

Recently, telecom operators have been widely recognized the importance of marketing channel construction and management to enterprises which has also become a hot topic. Facing to the rapidly changing markets and intensified competition, as a carrier between products and consumers, marketing channels have also being an important means and long-term strategy to enhance the enterprises'core competence. However, Huaihua mobile marketing channel exists some problems, such as network layout is unreasonable and the service isn't good enough etc., in order to improve Huaihua mobile marketing channel'core competence, it is urgent needed to further strengthen the construction and management of marketing channels.Researching and analyzing the status of marketing channels abroad and home, this paper adopting the theory of marketing channels analyzed external environment and the existing problems in marketing channels model in Huaihua mobile company and so on. On this basis the construction and management of marketing channels in Huaihua mobile company were discussed. Firstly, the basic principles of channel construction was put forward, combining the characteristics of mountains in Huaihua and the main models of Huaihua mobile marketing channel which contained self-controlled hall, the designated specialty stores, general agent, community service stations, service stations and other village-level model, through the matrix analysis method and typical case study, the detailed planning of Huaihua mobile marketing channels was further designed, and layout plan was brought forward. Then the measure of managing and controlling the channel was constructed such as the channel operational analyzing system. Finally, the further research of Huaihua mobile marketing channels was put forward.